Men will be Men? Masculinities on Display in the Facebook Communication Practices of Pakistani Men

Over the past decade, social media, particularly Facebook, has significantly transformed communication in Pakistan, influencing how people interact. This change is particularly significant given Pakistan's socio-cultural and religious contexts. Facebook serves as both a platform for challenging established gender roles and a location in which such standards may be perpetuated. As a result, it has evolved as a space for the continual creation of gender identities. Using Multimodal Discourse Analysis, this study looks at how Pakistani males portray and shape their masculine identities on Facebook. The findings indicate that, while conventional norms are mostly retained, there are some subtle deviations from established ideals of masculinity.